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What You Need to Know to Get Started with Account-Based Marketing

Account-based marketing ABM is a white-hot buzzword for B2B marketers right now.

You see it everywhere: guides, eBooks, infographics, blog posts by handsome bald content marketers–the works. Yet as much as everyone is talking about ABM, there s still plenty of confusion about what it is and how best to do it.

It s all well and good to say, We should get some of that sweet account-based marketing; I hear it s a gold mine. But implementing a program in a strategic way takes a little more digging.

What Is Account-Based Marketing? My favorite definition of ABM comes from Engagio CEO Jon Miller: Account-based marketing: a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.

– Jon Miller, Engagio. Think of traditional marketing as a confetti cannon.


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